Huge markets like Argentina would benefit from online events only after lack of awareness and vested interests are overcome. Most Argentine organizations, universities and citizens simply disregard the advantages in costs, time and opportunity that this new technology brings about. This disbelief is rooted in deep cultural traits such as resistance to change & learning and vested interests of the most influential companies and organizations in the "live" event industry. Their resistance to online events is not due to technical setbacks, as most Argentine organizations have high broadband connectivity and truly updated PCs.



 

For example, extremely busy Argentine oil & gas companies and steel mills would largely benefit from employees staying on-site to receive live online training.

Considering this scenario, online event marketers should evangelize, educate and guide with the right product and the right message to the right people in order to soften up this stubborn un-exploited market.

-  The right product: This is an inexperienced audience regarding online events, so the easiest-to-use unsophisticated platforms available should be offered first: simple PPT sharing, chat, web cam & VoIP (very important for countries where long distance phone calls may be expensive). Leave the more sophisticated features like collaboration, whiteboard, polling, for later. The software, registration and customer service should be available in Spanish.

-  The right message:  Marketing 101 teaches us to adapt the message to the audience. Start by highlighting the benefits of changing from "live" events to "online" events for specific situations such as conferences, corporate meetings and training courses. The benefits would include proven savings in costs, time and opportunities lost.  Don't undermine "live events" because they are highly valued in this society, simply regard them as having "different" use: for institutional, social and motivational events, etc.

- The right people: IT Dept., Human Resources and Upper Managment could be our allies.

Have you had experience with similar "stubborn" markets? What is going on with online events in other countries of Latin America?
 

Copyright Cecilia Vilches (2007)
 


 


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